Key Wellness Trends from Vitafoods Europe 2025: What’s Shaping the Future of Supplements

Our team went with a clear mission: reconnect with our partners, scout the latest ingredient innovations, and explore the trends that are reshaping the health and wellness landscape. Here’s a breakdown of what stood out most—and what it means for the future of product development.

GLP-1 Support: More Than a Trend
GLP-1 solutions dominated the show floor this year. And while pharmaceutical GLP-1 medications are generating huge interest, only a small percentage of consumers actually use them. This opens the door for brands to offer holistic, lifestyle-driven alternatives focused on appetite regulation, satiety, blood sugar balance, and metabolic health.

What we saw was a shift toward plant-based, non-pharmaceutical solutions like:

Feel Pro Metabolic – Formulated to stimulate the body’s own GLP-1 secretion to help curb cravings and regulate hunger.

Glucomannan products – High in fibre, low in calories, and effective in supporting weight loss within an energy-restricted diet.

Nutrient blends – Designed to stabilise energy, preserve muscle mass, and support satiety even with reduced appetite.

This space is rapidly evolving, and brands that adopt a broader, lifestyle-led approach to weight wellness—integrating adaptogens, mood boosters, and gut health support—are well positioned to lead.

Longevity & Cellular Health
The conversation around longevity has shifted from simply extending life to enhancing the quality of life as we age. Consumers are now interested in how to stay energetic, focused, and resilient well into later years.

Key developments in this space included:

NAD+ precursors for cellular energy and mitochondrial function

Ingredients targeting cognitive health, immune resilience, and healthy aging

Longevity is becoming a mainstream wellness goal, not just a niche concern. Brands have a major opportunity to lead with science-backed education in this space.

The Rise of Male Fertility & Hormonal Health
Following last year’s focus on women’s health, 2025 brought increased attention to male reproductive wellness. From libido and hormonal balance to sperm quality and testosterone support, we saw a marked increase in clinically-backed ingredients and targeted products for men.

This reflects a growing openness among consumers and a shift toward gender-specific, personalised health solutions—something we expect to see a lot more of in the coming years.

Quick Stats That Caught Our Eye
59% of GLP-1 users take it to support weight loss

51% of European consumers are proactive about their health

Lion’s Mane now makes up 40% of the US mushroom market

Google searches for Lion’s Mane have doubled in the past year

The UK accounts for 16% of all supplement launches in Europe over the past 5 years

The top three wellness goals in Europe right now are:

Emotional and mental wellbeing

Weight loss

Vitality and energy

Final Thoughts
We left Barcelona feeling inspired and energised by the innovation and momentum in the market. From metabolic health to longevity and gender-focused wellness, it’s clear the supplement industry is stepping into a more personalised, functional, and proactive era.

If you’re attending future shows, be sure to let your Black Label Creations account manager know—we’d love to connect and chat over a coffee (or something stronger!).

Thinking about launching something new?
We’re here to support you at every step—from concept to creation.

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